Marketing Essentials of Zara and Burberry - Report

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Key roles and responsibilities of marketing function............................................................3
P2 Relation of roles and responsibilities of marketing function with wider organisational
context.........................................................................................................................................4
M1 Roles and responsibilities of marketing in context of marketing environment....................4
M2 Significance of interrelationships between marketing and other functions..........................5
D1 Critically analysing key elements of marketing and their interrelationships with other
functional units............................................................................................................................5
TASK 2............................................................................................................................................6
TASK 3 ...........................................................................................................................................9
Marketing plan enclosed in PPT.................................................................................................9
TASK 4............................................................................................................................................9
Reflective statement ...................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
“The heart of business lies in marketing”. Marketing is the study and management of
exchange of relationships. It is an activity, set of establishments and procedures for creation,
delivering and exchange of goods and services that have importance for consumers, clients,
partners and the entire society. The techniques of marketing comprises of selection of target
markets by doing their analysis, segmenting the market and understanding the ways that
influence consumer's behaviour. With societal view, marketing provides a link in material
requirements of society and patterns of responses by economy (Jones and Rowley, 2011). By
this, marketing fulfils wants and desires through development of exchange processes and
creation of long term relationships. The current approaches in marketing includes relationship
marketing that focuses on business marketing, customers, or industry which emphasises on
organisation or institution and social marketing that offers several benefits for society. The
present report is made on marketing essentials for which Zara and Burberry are being taken into
context. The report is going to throw light on comparison in components of marketing-mix
between the clothes brands. Further, it will highlight the value and importance of marketing plan
along with a marketing plan. In the last section of the report a reflective statement will highlight
contributions and learning gained during the course of the study.
TASK 1
P1 Key roles and responsibilities of marketing function
The employees who work in marketing department of Burberry are liable to communicate
with customers and clients and convince them as to why should they prefer to buy the products
and services which are offered by the company. Marketing department transmits information to
the customers or clients and supports in establishing the goodwill of the brand. The biggest and
most vital role of marketing department is advertising (Fatteross, 2017). It provides ideas for ads,
billboards, print advertisements and other forms of advertisements for informing the potential
customers about products and services and its advantages. It is the responsibility of the
marketing department to assure that the mentioned firm gets repetitive business from those
customers by making the brand image solid. Packaging and shipping are also the accountability
of the marketing function. Packaging is helpful for the customers to know what is inside the
product.

P2 Relation of roles and responsibilities of marketing function with wider organisational context
Marketing is a very important function for any business organisation. It is majorly
focused on sales, promotion, advertising of the products and services which are being offered by
the firms. The roles and responsibilities are also significant for the stated company Burberry. It is
is one of the leading company and so it is very necessary for the firm that the marketing
department makes sincere efforts for the marketing of its offerings. The roles and responsibilities
which are being discussed in the above part are essential for the growth and success of the
mentioned organisation (Babin and Zikmund, 2015) . They not only plays an important role for
the whole firm but are useful for the clients and customers of the firm. To create trustworthy and
loyal customers and clients marketing offers certain strategies and tactics which are used by the
firm to achieve its organisational goals and objectives.
M1 Roles and responsibilities of marketing in context of marketing environment
Activities of marketing in Burberry are influenced by various environmental factors which
surrounds the firm. These factors impact the decision making abilities of the cited company.
These forces are jointly known as marketing environment (Bennett, 2010). To capture the
marketing environment which is dynamic the marketing department of Burberry company has to
perform the following roles and responsibilities:
 Create and design marketing strategies and plans
 Use marketing information system to analyse products, planning and their execution
 Monitor the marketing environment consisting of environmental factors like
demographic, economic, socio-cultural, natural, technological, political and legal.
 Conduct market research
 Create customer trust, loyalty, value and contentment
 Market segmentation
 Measure and manage brand equity
 Handle competition
 Develop product strategy
 Managing marketing channels in an effective manner
 Logistics management
 Creating and managing integrated marketing communication